Per DM

Per DM

October 25, 2010 11:43 ET

"Was the Successful Conclusion of the Wayne Rooney Contract Negotiations a Managerial Masterstroke or Economic Folly for Manchester United?" Asks Jesse Young CEO of Per DM Group

LONDON, UNITED KINGDOM--(Marketwire - Oct. 25, 2010) - Jesse Young of Per DM Group examines the recent very public Wayne Rooney contract negotiations. "Sir Alex has more man years experience in dealing with players and their agents than any other manager in England and on the face of it he has pulled off a masterstroke in the Rooney saga".

Every business will at some time face the same dilemma that Manchester United endured last week, however being a football club means that the normal rules of business just don't apply.

Conventional wisdom says that if you cannot afford to meet the wage demands of a valued employee, you negotiate on terms which go some way to meeting their demands while at the same time appealing to their sense of loyalty for the company, and motivate them with a vision of the company's future.

Sir Alex Ferguson took the completely opposite tack. He went on the offensive and made public Rooney's contract position and at the same time disenfranchised the player from the fans. "I said to him, 'Just remember one thing: respect this club. I don't want any nonsense from you, respect this club'." he said on MUTV.

As David Walsh of The Sunday Times wrote: "Wayne Rooney has never been the unintelligent and uncouth working-class hero of his public persona. Shy, yes; unsure of himself, very much so; but hardly stupid." So the calculated upping of the press release temperature by Rooney and his advisors succeeded in reversing the polarity in the negotiations and put the ball very firmly back into United's court.

"It would appear that Ferguson realised that, for once, he may have to temper his emotions and seek an agreement with his star player," said Jesse Young. "Quite simply United couldn't afford to let Rooney leave and when that became apparent the die was cast and a deal was inevitable."

Over recent years Ferguson has seen some of United's great heroes leave with what appears to be very little attempt to keep them. Beckham and Ronaldo spring to mind here however when they were on their way out the club still had star quality in depth. Fast forward just one season after Ronaldo left and the club is facing up to the imminent retirement of Giggs, Scholes, Van der Sar and Neville. These heroes would need to be replaced and that wouldn't come cheap.

"The club just doesn't have that spare £70 or even £100 million so keeping Rooney made economic sense," remarked Per DM's CEO Jesse Young.

When the dust settles on this saga both parties will not emerge with credit. Indeed what we may have witnessed is a sea change at United where the manager is no longer the king and the players no longer the subservient subjects.

Per DM Contact Marketing Limited was established in August 2005 in response to the UK markets' need for a field sales organisation capable of delivering high quality results with consistency and reliability.

The company was formed by a group of former UK financial services executives and senior executives from the leading North American field sales agency and since 2005 we have continually recruited leading figures from the B2C and B2B business arena.

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